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DuctTapeMarketing.com
December 09, 2003
In this issue:
Featured Tip - Holiday Networking
Featured Book - Marketing Plan Workbook
This week I wanted to fire off a quick article written by my friend Robert
Middleton. As you can see the topic is not only a good one, it is a timely
one. I will be featuring guests like this from time to time as it is a
great way to provide you with tremendous additional content.
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Thanks for subscribing! - John
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Featured Tip
Holiday Networking
by Robert Middleton
As the holiday season is upon us, many of
you are wondering if
this is a good time to market your business. After all, isn't
everyone preoccupied with shopping and waiting until next year
to make business decisions?
They may make their decisions next year, but NOW is a great time
to market and to network. Every year or two I reprint this eZine
which first ran in December 1998. It's still as relevant today as
it was then.
Let's put one myth to rest forever: "The holiday season is a bad
time to market your business." I want to suggest that the holidays
are the BEST time to market your business - especially if you're a
professional service business owner. Why? Because even though
networking is a good thing to do the rest of the year, it's a real
natural over the holidays.
My wife and I have had more people over to our house in the last
two weeks than we have for the whole year. What a great
opportunity to meet old friends, clients and associates, discuss
how the year went and share your goals for the coming year.
So how can you take advantage of holiday networking? Here
are a few tips:
1. Accept all invitations. Well, most
invitations. Remember that
this opportunity to meet with so many people won't come around
again for another year. Also look around for holiday events at your
professional organization, chamber of commerce or other
business groups.
2. Go to the party prepared. Bring
plenty of business cards and
a pen. Make it a goal to make substantial connections with at
least half a dozen people. What's a substantial connection? A
one-on-one talk that's ten minutes or more.
3. There are two types of people
you'll connect with at a party
(no, not drunk or sober) - people you know and people you don't
know. For those you know, ask sincerely how they are and how
business has been this year. For those you don't know, be
prepared with your "Audio Logo," - "I help people in companies
who are stressed out because they have more to do with fewer
resources." Don't label yourself - "I'm a personal organizer."
4. Spend more time asking questions
and listening than talking.
This is really THE KEY to effective networking at parties. "How
has business been going? How have the changes in the economy
affected your business? What are your plans for growth in
2004? What kinds of clients are you looking for these days?"
5. Have a strategy for staying in
touch. What good does it do if
you connect with all these people and they never hear from you
again? Don't fall into the rut of suggesting you should get
together for lunch sometime and never following up. Instead say,
"You know, I have something I think you'd enjoy receiving. I've put
together a new article entitled 'Ten Ways to Improve Productivity
in Tight Times.' Let me send you a copy."
6. Follow-up with your new prospects
after the party, if
appropriate. If some topics come up that indicated there was a
reason to talk further, give them a call in a few days with a very
specific purpose: "Alice, at the party you talked about some of the
challenges in getting projects completed within budget. I have
some ideas that you might find useful..."
7. Keep an open mind. If you're in the
right place at the right
time, you could make some very profitable business connections.
If nothing happens right now, at least you've sowed some seeds
for the future.
8. Don't drink or eat too much. Well
you knew that already, but
I couldn't resist. Happy Holidays!
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Featured Book/Resource
Robert Middleton with Action Plan Marketing
has put together a free
Marketing Plan Workbook that is well worth your
time to read and use as you go about your new role as Marketing Expert. Take a look here.
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